DENTSU CREATIVE: MARKETERS ARE LOOKING FOR WAYS TO TURN AI INTO A REAL COMPETITIVE ADVANTAGE

13. 10. 2026 | 3 min read Dentsu Creative’s new Global CMO Report 2026 shows that marketers are entering a new phase in their work with artificial intelligence. Following a period of enthusiasm, a pragmatic approach is now taking hold, focusing on the real-world impact on business, brand and customer experience. At the same time, human capabilities – which technology cannot replace – are increasingly becoming a competitive advantage.